Moving a services company toward technology
At a glance
- Theme
- Positioning and transformation
- Scope
- Four product lines, one rebranded company
- Role
- Supported product and product marketing, bringing offerings to life through the website and campaigns
The challenge
TELUS International started as a services business, and many buyers still saw it that way. But the company was moving toward technology: AI Data Solutions, Digital Customer Experience and Trust & Safety. The market had to see it too, and sales needed help selling it.
What I did
I led the new tech-forward and human-focused value proposition for the entire company. I also supported our product marketing team as they positioned four key product lines: AI Data Solutions, Trust & Safety, Digital Customer Experience and Outsourcing. I brought each one to life through our website and campaigns, and my team was critical to creating the materials sales used to have the conversation.
I supported the rebrand (via two acquisitions) and launch of our AI Data Solutions offering, including Ground Truth Studios, our data annotation SaaS platform. That product line was later recognized as a Leader in the Everest Group Data Annotation and Labeling (DAL) Solutions for AI/ML PEAK Matrix® Assessment 2024 and the IDC MarketScape: Worldwide Data Labeling Software 2023 Vendor Assessment. I also supported go-to-market for our Contact Center as a Service (CCaaS) offering with our various tech partners, and I helped position Trust & Safety as a service line, a category where trust matters as much as capability.
The rebrand to TELUS Digital, and the Humanity-in-the-Loop (opens in a new tab) platform that followed, gave the whole transformation a human story to tell, rather than a list of technologies.
Over the years, we continued to earn additional awards and analyst “Leader” rankings across all four product lines. They built the trust and proof points sales needed to be included in RFPs.
The results
product lines supported with full-funnel marketing across digital marketing, PR, AR, awards, events and sales enablement
platforms among the many technology offerings supported, including CCaaS and Ground Truth Studios
of the Culture Value Chain (2014 to 2024), including as a differentiating message during the 2021 IPO
people shared one company-wide narrative, Humanity-in-the-Loop (opens in a new tab), which succeeded the Culture Value Chain
rankings from analysts across our 4 product lines, for example Everest Group's Data Annotation and Labeling PEAK Matrix 2024 and the IDC MarketScape for Data Labeling Software 2023
What I'd tell you
Don't announce a transformation, prove it. Give each offer a clear customer, a clear problem and a clear sales story. Then build one human narrative over the top, so that customers and employees always come first, supported by AI and technology but never overshadowed by it.